#GuitarHeroTVStar was a partnership with the lip-sync app musical.ly, where we asked regular people to lip-sync along to a massively popular Ed Sheeran song—“Sing.” Users picked a song clip from within the app and then sang along to a 7–15-second clip of the song. Over 190,000 clips were submitted via the hashtag, and we then chose the best submissions to be featured in a wholly original music video made entirely of lip-syncs. A few celebs (such as Shaq, Steph Curry, and Erin Andrews) joined the party and were included in the final video, which premiered online and was fully playable inside the game itself.

We asked our fans to visit musical.ly, while musical.ly directed its massive install base to participate in the project. We featured it on our website and announced it through PR, and musical.ly made it the first thing you saw within their app and featured it within its own section. Users had 10 days to sing along to one (or multiple) clips of the Ed Sheeran song and submit it through the app with the #GuitarHeroTVStar hashtag. During the process, 190,000 fans participated including celebs like Shaq, Steph Curry, and Erin Andrews. After the 10 days, we collected our favorite clips and spent the next three weeks editing them into the final music video. Once finished, the video appeared online on our owned channels, on various press sites, and was fully playable inside the game that very day.

• +190,000 videos submitted

• +100 million in-app views in 10 days

• +14 million estimated engagements

• +$15 million media value generated